[laughs]

So many, many years ago, I think maybe if we start even pre-in- industry, people used to farm the way that that guy is farming, and I think that's what we're trying to do.

Um, and then obviously you had this, uh, urbanization.

People didn't necessarily have the land to farm, and then all of a sudden you had this, uh, scenario where people are farming at mass production, trying to do it the most efficient or effective way and cost-effective way.

What that does mean is there's very, very bad animal fare welfare standards, uh, birds raised in battery cages, uh, and it's just not a pleasant thing to see.

Many years ago, Woolies started selling free-range eggs, and then it was around about two thou- early 2000s we made a decision to only sell free-range eggs.

Uh, and as of 2024, it was 20 years since we were cage-free.

How much does sustainability influence a product decision if the more sustainable option is also more expensive?